Quick—in 30 seconds or less, tell me why I should consider attending your church as opposed to the 50 or so others scattered around your city.
No, seriously…do it! Why should I pick yours over any of the others that also want me to attend theirs? What makes your church so special?
A bit challenging, isn’t it? Why would someone want to attend your church? Of all the churches in your community, what makes your church stand out from all of the others?
The church where I am currently an Associate Pastor at (Madera Baptist Church) is trying to answer this very question. We’re a smaller church in a smaller city with a primarily elderly congregation. We’re trying to figure out why we exist, what we are hoping to accomplish in both the near and distant future, what we want to provide to our members today and tomorrow, how we can best serve those who attend regularly, and how we can “attract” the plethora of American church-shoppers in and around our community.
(Okay, we don’t actually refer to them as “church-shoppers”…but hey, a rose by any other name…)
An increasingly alarming percentage of American “Christians” today (and I will use that term somewhat loosely in this article, by the way) are not members of the local church where they attend each Sunday. In fact, and from my own personal and unofficial survey, it seems that the average person/family attends a church for well over one year before ever considering even becoming a member.
It’s almost as if they are trying to keep their options open for when the next best church opens its doors.
But doesn’t that seem weird when you place it side-by-side with Scripture’s description of the “local church” and the need for accountability, fellowship, ministry, service, discipleship, etc?
Alas…I suppose that’s a topic for another article, altogether. This article, however, is about asking—and hopefully answering—the question regarding why someone would want to attend your church and make it their church home versus any other church.
And that, my friends, is why your church may need an “Elevator Pitch.”
An elevator pitch is not something people normally develop or even consider when they think about church. Yet maybe it’s time that we should.
For those who aren’t really sure what an elevator pitch is, allow me to offer a simple definition.
An elevator pitch is a brief yet concise speech given by one person to another person(s) in order to explain a product or service that they either represent and/or sell. The purpose of an elevator pitch is to quickly inspire the listener to consider purchasing and/or using that particular product or service.
And yes, I think there is a real sense in that churches today would do well to create their own elevator pitch.
Here are 7 things that you would need to define and/or answer in order to create an effective elevator pitch for your church.
- For what purpose does our church exist?
- What do we hope to accomplish each and every time we meet as a congregation?
- What are some of the “key” ministries that we offer/provide?
- What are some of the “key” ministries that we offer/provide BUT are not offered or provided by the other churches in our community?
- What are the demographics of the people that attend our church? Are we a church composed primarily of elderly saints, young families, college-aged young adults, or do we have a diverse mixture of worshipers?
- What type of person is our church hoping to attract each and every Sunday?
- Does our church exist to be primarily discipleship-oriented (ministering to saved Christians) or are we more of an evangelistic, outreach-oriented church?
Okay, okay. I know what you’re thinking. You’re thinking (“Perish the thought!”) that an elevator pitch sounds a bit commercial, “worldly” even, and you’d never even consider such a thing at your church! I suppose that is understandable.
But let me ask you this, if I were a stranger and asked you to tell me why I would want to consider attending your church versus the “popular” one just around the corner, would you have any idea what to say to me? More importantly, do you think the average person sitting in your pews would be able to articulate an appropriate answer to me?
Probably not.
However, if you think a full-blown elevator pitch is too much, maybe you should, instead, consider an abbreviated Purpose Statement that would explain why your church exists. It could be short, only a sentence or two, and it would tell people about what your church believes in, hopes to accomplish, and why you even exist.
The church (Riverpark Bible Church) our family previously attended, before I took on a pastoral position at our current church, developed an abbreviated elevator pitch shortly before we left. Actually, it is more of a Purpose Statement, and I think it is excellent, by the way.
It provides clarity about why they exist, what they hope to achieve in the long-run, and what they plan to do every time they meet as a congregation. And here it is:
“We exist to delight in God by declaring His glory and the authority of His Word, while making disciples who treasure Christ above all else.”
Maybe your church should consider developing something similar to this? After all, how difficult could it really be, anyway. And just imagine how valuable a tool it could become with regards to pointing your congregation down the path you’re hoping to lead them. Just imagine…
QUESTION FOR COMMENTING BELOW: Does your church have an Elevator Pitch or a Purpose Statement that defines who they are and why they exist? If yes, please post it as a comment below. Others will benefit greatly from reading it (and I’m trying to make a list for my own church!)
[ * Photo credit: Ann Douglas ]
Does your church have an Elevator Pitch or a Purpose Statement that defines who they are and why they exist? If yes, please post it as a comment below. Others will benefit greatly from reading it (and I’m trying to make a list for my own church!)
I would agree that each church member should have an elevator pitch for their church. I don’t consider that worldly or commercial. People use elevator pitches for all sorts of other things, so why would we not for the most important body of people with whom we associate, our own local body of Christ.
I couldn’t agree with you more, Brian. Thanks for commenting!